Canada Media Marketplace 2011 was again the place to be for leading American journos. The event kept to its faithful winning format: short, speed-dating-style appointments to enable a fast flow of ideas to develop stories that will entice American visitors to Canada. In total, there were 2246 appointments, as 229 US online, print and broadcast media folk got the latest on what this country has to offer from 103 Canadian provincial and destination reps.

New this year: a broadcast open house that showcased highlights of the latest high-definition and 3-D footage from iconic Canadian destinations and travel experiences. The footage was split into either b-roll or 25 broadcast-ready features. CTC global communications staff was also on hand to give an intro and demo our Brand Canada Library, as well as show our activity in social-media channels. The marketplace also had a new virtual dimension: a webex for those journos who couldn’t make it to New York City.

There were two great professional development sessions that got attendees’ grey matter clicking. First was a panel discussion on culinary tourism, moderated by Spud Hilton, San Francisco Chronicle travel editor. That was followed by an intense 90 minutes on how to get consumers to become advocates via editorial content.

“Attendees were bowled over by our 3-D material this year,” says Gloria Loree, CTC executive director, Global Communications. “They were excited by its potential for not just bringing Canadian places and adventures to vivid life for wannabe travellers, but also the sheer pleasure of such immersive viewing.”

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